Pricing Strategy for the Marine Supplies Industry

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Pricing Strategy for the Marine Supplies Industry

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Titel: Pricing Strategy for the Marine Supplies Industry
Forfatter: Jiang, Liping; Hansen, Carsten Ørts
Resume: What is the Issue? Sustaining long-term growth requires marine suppliers to define their pricing strategies in a holistic fashion. However, pricing is an under-managed activity in many companies. Especially when moving towards servitization, services or integrated solutions are frequently underpriced or promised at performance levels that cannot be delivered profitably. Why is it Important? Pricing is one of the most important elements for all business and everything in the business works to justify the input value for a price and turn it into a profit. It therefore has a dramatic but frequently underappreciated effort on achieving profitability and keeping business thriving. What can be Done? The marine supplies industry needs radical change in pricing by thinking about customer’s needs and aligning the incentives between suppliers and customers for long-term relationship. Value-based pricing is the way forward. An intensive discussion has been made with regard to the key challenges of applying value-based pricing in the marine supplies industry. Understanding these challenges is crucial for a move towards value-based pricing and will shed light on how to tackle these challenges.
URI: http://hdl.handle.net/10398/9472
Dato: 2017-03-30

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